Chris Orton, Co-President, Global Direct-to-Consumer at Fanatics, has a storied career spanning two decades in marketing and brand building. From his early days in CRM and ERP consulting to leadership roles at eBay and Orbitz, Chris has consistently been at the forefront of technology and innovation in marketing. In our recent conversation, he shared his insights on Fanatics, emerging marketing trends, the impact of regulations, and the collaboration between academia and the industry.
Fanatics: a vertical commerce powerhouse
When asked to introduce Fanatics, Chris described it as the largest licensed sports merchandiser globally, managing over 300 e-commerce sites and physical retail locations in arenas and stadiums. But Fanatics isn’t stopping there. Chris highlighted the company’s move into vertical commerce, integrating manufacturing, wholesaling, and retailing. This end-to-end model ensures Fanatics delivers a comprehensive solution for league and team partners, all while prioritising the fan experience.
On his role, Chris reflected on his journey at Fanatics, starting as Chief Marketing and Revenue Officer. “At the core, my focus has always been on data-driven decision-making,” he shared. By building robust analytics teams and optimising marketing strategies, he has helped shape Fanatics’ growth into a profitable, data-centric business.
The intersection of technology and marketing
Chris’ passion for blending technology with marketing was evident as he recounted his career trajectory. He credited his time at eBay for sparking his interest in data-driven marketing, where he played a pivotal role in scaling internet marketing channels. Reflecting on these experiences, Chris emphasised the importance of testing and iterating when implementing new technologies.
“Whenever we roll out new features, we start with the assumption that it will work,” he said. “But the true power lies in testing and listening to customer feedback. They tell us everything we need to know.” This disciplined approach has been instrumental in Fanatics’ ability to scale its e-commerce stack from the ground up.
But the true power lies in testing and listening to customer feedback. They tell us everything we need to know.
Social media: from eyeballs to engagement
Discussing current marketing trends, Chris was particularly excited about the evolution of social media as a direct-response channel. “For years, social media felt like a place where marketing dollars went to die,” he admitted. But that’s changed dramatically in recent years. Platforms like Facebook and Instagram are now delivering measurable results, driving over 10% of Fanatics’ daily business.
This shift, Chris explained, allows marketers to blend storytelling with transactional goals, making social media a powerful tool for both brand building and revenue generation. However, he believes we’re still at the “early days” of this transformation, with platforms like Twitter and Pinterest poised to play larger roles in the e-commerce landscape.
Navigating data privacy regulations
The conversation also touched on the impact of data privacy regulations, such as GDPR and California’s new laws. Chris views these regulations as necessary and ultimately beneficial for both consumers and marketers.
“It’s about making implicit signals explicit,” he said. He believes that transparency and consent create a healthier ecosystem, where consumers willingly exchange data for more relevant and personalised experiences. While this evolution requires adaptation, Chris remains optimistic that the value exchange will strengthen trust between brands and their customers.
It’s about making implicit signals explicit
The globalisation of fandom
Looking ahead, Chris highlighted the growing globalisation of sports fandom. Advances in streaming and digital media have made it possible for fans in Germany to passionately follow the NFL or for Chinese fans to immerse themselves in the NBA. For Fanatics, this shift presents exciting challenges—how to cater to a global audience while maintaining local relevance.
“The connection between where you live and the teams you support is becoming looser,” Chris observed. Fanatics aims to meet fans where they are, leveraging social media and personalised marketing to deliver tailored experiences for every fan, no matter their location.
Bridging academia and industry
Chris also shared his thoughts on bridging the gap between academia and industry, particularly in marketing and e-commerce. He emphasised the need for academic programs to focus on real-world applications of data and analytics, such as quantifying the softer side of marketing or advancing identity resolution across touchpoints.
“There’s so much untapped potential in combining marketing and computer science,” he said. By addressing these gaps, universities can better prepare students to tackle the complex challenges of modern marketing.
Final thoughts
Chris Orton’s insights underscore the dynamic nature of e-commerce and marketing, where technology, data, and consumer behaviour converge to shape the future. At Fanatics, Chris is not only navigating this landscape but also pioneering new approaches to enhance the fan experience and drive business growth. For students, researchers, and professionals alike, his journey offers valuable lessons on the power of adaptability, innovation, and data-driven decision-making.